a new definition of luxury

July 4, 2010

From July 7th -10th, 2010, GREENshowroom will present sustainably developed collections by selected international designers and textile suppliers in Berlin’s five-star Hotel Adlon, which is situated directly next to the Brandenburg Gate.

Combining modern design, Zeitgeist and sustainable, environmentally-conscious luxury – that is the declared goal set by Magdalena Schaffrin and Jana Keller: “In today’s world, running a visionary business means protecting the Earth and our resources and treating other people fairly – these standards also apply for fashion labels,” says Magdalena Schaffrin, GREENshowroom co-founder. Together with her partner Jana Keller, she has set out to present a selection of exclusive eco-products that include clothing, accessories, cosmetics and lifestyle items. These products are presented in the elegant ambience of Berlin’s five-star Hotel Adlon.

Not just anyone can participate – an attractive design is just as important as sustainability and the use of environment-friendly means of production: “The Brand must, for the most part, be environmentally sustainable. However, our labels have various ways of approaching this requirement – some focus on using organic materials, some on recycling or on fair trade.” For Jana Keller, design is of utmost importance: “Customers are only willing to pay a little bit more for the sustainable aspect if the products look right.”

GREENshowroom will offer four days worth of high-quality design for people who understand the term “luxury” in a new and different way: Here, luxury is not simply equated with consumerism. Instead, luxury primarily means having the time to reflect on consuming and to thus take greater enjoyment from chosen items. The concept of time also factors into the GREENshowroom’s calendar: The traveling showroom takes place every half year in Berlin and Paris, an unusual schedule for the fast-changing seasons of the fashion world. This schedule is Magdalena Schaffrin’s and Jana Keller’s way of attempting to slow the industry’s tempo.

Founder of GREENshowroom, Magdalena Schaffrin will show a collection under her name and also Julia Knüpfer with her label icawatermelon will be contributing – both are part of the BerliNordik “bright green design” exhibition from July 8th – 11th at the Atrium of Deutsche Bank, Unter den Linden.